Online shopping in Ireland is about to become cheaper and fairer after the EU voted to end geo-blocking.

The practice meant shops in other EU states could re-direct customers based on their IP addresses and potentially charge them more.

However the European Parliament, Council and Commission this week reached an agreement to end the practice.

Speaking after the announcement vice-president of the European Commission, Andrus Ansip, said: “We put an end to unjustified discrimination when shopping online.

"This is excellent news for consumers. With the new rules, Europeans will be able to choose from which website they wish to buy, without being blocked or rerouted. This will be a reality by Christmas next year."

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Dublin MEP Brian Hayes has welcomed the ruling saying it will be a great help to consumers across Dublin and the entire country.

The Fine Gael MEP said: "For far too long European citizens have been disadvantaged when buying goods or services from an online store based in another EU Member State.

"New rules agreed today mean that consumers will no longer be deprived of purchasing goods or services based on their nationality, residence or IP address.

"The new agreement means that there will no longer be barriers to access websites of companies.

"In addition, a consumer cannot be redirected to another country specific website without consent.

"This means Irish consumers can now purchase directly from a store based in another Member State such as Germany rather than being redirected to the Irish or UK store where the same product may be more expensive.